Patterns of Information Source Use Across Industrial Purchase Situations*
基于636名工业客户的调查，识别出五种不同的信息来源组合，并发现购买参与度、复杂性和多重影响与客户选择信息来源组合显著相关。
ABSTRACT An empirical taxonomy of industrial customers' information source use is developed based on a survey of 636 industrial customers across a wide range of different purchase situations. The taxonomy reveals five distinct information source mixes. Each mix consists of the combination of individual information sources used in a purchase situation. The five information source mixes are related to select underlying characteristics of purchase situations. The results indicate that the multivariate dimensions of purchase involvement, purchase complexity, and multiple influence are all significantly related to customers' choice of an information source mix. Implications of the taxonomy for marketing management and research are discussed.